We’ve all seen the studies showing that nearly 70% of Fortune 100 CEOs have no social media presence whatsoever. We also know that for their businesses to survive and thrive in today’s market, it’s extremely important that their brands have a presence that is well maintained and used. We wanted to take a closer look at what the top brands were using to connect and share their messages across social media.
In our most recent study, we investigated some of the most socially active Fortune 100 companies to see what tools they used to communicate with their fans and followers online. Our findings quickly show that the majority of Fortune 100 brands are using very similar platforms as one another. We also found that a handful of Fortune 100 brands are using niche services that are created in house or simply a hidden gem that could be on cusp of disruption.
Our research found that 36% of the Fortune 100 companies use Hootsuite followed by Exacttarget. The third most popular social engagement platform being used by Fortune 100 brands came as a surprise, Sprinklr, a self-described social media management system being used by brands such as Sears, Wal-Mart, Chevron and Cisco. Here are the top three social media management apps and the brands that use them:
The fourth most popular social media channel was the social media management system, Tweetdeck. In 2011, Twitter acquired TweetDeck and rebuilt the application in HTML5 as it was originally built as an Adobe Air desktop application, designed with a unique columned user interface. Leading up to the acquisition and with a handful of changes to the Twitter API, Tweetdeck quickly began to lose customers to rivals such as Hootsuite and Radian6. Yet, according to this report, brands such as Proctor & Gamble, Humana and Microsoft still relied on Tweetdeck for managing their social media accounts in 2013.
Most people would be quick to assume that most of these big brands are going to use applications that are common across the board. While in fact it’s very apparent that this is the case, there are still a handful of Fortune 100 brands using lesser known apps like SpredFast, TRACX, LocalResponse and SproutSocial. Here are some of the less popular social media management apps being used by Fortune 100 companies, but are worth keeping an eye on.
Wondering what other tools were being used along with a deeper analysis? Check out our report in full below – Check it out: